La actitud del vendedor ante las innovaciones tecnológicas y su influencia en su desempeño en las ventas

Publicado

2017-10-01

La actitud del vendedor ante las innovaciones tecnológicas y su influencia en su desempeño en las ventas

Vendor's Attitude Toward Technological Innovations and Its Influence on Sales Performance

A ATITUDE DO VENDEDOR ANTE AS INOVAÇÕES TECNOLÓGICAS E SUA INFLUÊNCIA NO DESEMPENHO NAS VENDAS

Palabras clave:

actitud, automatización de fuerza de ventas, desempeño, modelo de aceptación tecnológica, percepción (es)
Attitude, sales force automation, performance, Technology Acceptance Model, perception (en)
atitude, automatização de força de vendas, desempenho, modelo de aceitação tecnológica, percepção (pt)

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Autores/as

José Fernando Barahona Vinasco Universidad de Manizales https://orcid.org/0000-0002-7284-3977
Haydee Calderón García Universitat de València https://orcid.org/0000-0002-4774-7465

El objetivo de este trabajo es determinar cómo la actitud que tienen los vendedores ante la tecnología puede representar un factor decisivo en la implementación de los procesos de automatización de la fuerza de ventas (AFV). Se parte del modelo de aceptación tecnológica (tam, por su sigla en inglés), que asume que la actitud viene determinada por la utilidad percibida y por la facilidad de uso de esta, e introducimos como novedad en el modelo su relación con el desempeño. Se contrasta el modelo conceptual en una muestra de vendedores colombianos a través de un modelo de ecuaciones estructurales. Los resultados establecen que la percepción de la facilidad de uso de la tecnología influye positivamente en su utilidad percibida, al igual que la percepción de facilidad de uso influye positivamente en la actitud hacia su uso. Sin embargo, la utilidad percibida de la tecnología no muestra una relación directa frente a la actitud hacia su uso, y de igual forma no existe relación directa entre la actitud hacia el uso y el desempeño en ventas.

The aim of this work is to determine how vendors' attitude toward technology could be a critical factor in the implementation of the process of sales force automation (SFA). It is assumed from the Technology Acceptance Model (TAM) that attitude is determined by perceived utility and the easiness for its usage. We introduce as a novel feature to the model the relationship of such construct with performance. The conceptual model is contrasted through structural equations in a sample of Colombian sellers. Results establish that the perception of easiness in the use of technology positively influences both its perceived utility and the attitude toward its usage. However, the perceived utility of technology does not show a direct relation to the attitude toward its use, and likewise there is no direct relationship between the attitude toward use and sales performance.

O objetivo deste trabalho é determinar como a atitude que os vendedores têm ante a tecnologia pode representar um fator decisivo na implantação dos processos de automatização da força de vendas (AFV). Parte-se do Modelo de Aceitação Tecnológica (TAM, por sua sigla em inglês), que assume que a atitude vem determinada pela utilidade percebida e pela facilidade de uso desta, e introduzimos como novidade no modelo sua relação com o desempenho. Contrasta-se o modelo conceitual numa amostra de vendedores colombianos por meio de um modelo de equações estruturais. Os resultados estabelecem que a percepção da facilidade de uso da tecnologia influencia positivamente em sua utilidade percebida, assim como a percepção de facilidade de uso influencia positivamente na atitude quanto a seu uso. Contudo, a utilidade percebida da tecnologia não mostra uma relação direta ante a atitude quanto ao uso, bem como não existe relação direta entre a atitude quanto ao uso e o desempenho em vendas.

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